The established hosiery brand has over 80 years of experience in legwear, and is set to enter the C&T sector with its first ever beauty collection for legs.
The Love Legs range will focus on enhancing the skin and has a unique fragrance combining citrus, floral and spices, and will launch in Boots this autumn.
ECM spoke to Kay Patton, sales director for the brand: "Consumers have been asking us us to extend that brand for some time, and we felt that there was further we could develop. We wanted to really use our heritage to offer something genuine”
The initial capsule collection features Bronzed Leg Gloss and Moisturising Leg Shimmer, Sheer Silk Leg Make-up and a Natural Tan leg Bronzer and are all designed like colour cosmetics to be easily removed by washing.
The main Love Legs range will launch in Spring 2008 with a £2m integrated marketing campaign focusing on trial, engagement and education, and will extend its focus to 'prepare to bare' products such as Nourishing Shaving Butter, Hair Minimising Leg Toning Cream and Lock-in Moisture Leg Oil.
When asked of the possibility of exending further in the future into nail care or other C&T areas, Patton explained: "People see us as an expert in the leg field, so I can't see us going outside our own field."
Sue Clague, commercial director explained: “Love Legs is an important initiative for us, so we're putting significant investment behind this project.”
Pretty Polly is following in the lead of nail care manufacturer Sally Hansen who has an extensive cosmetics for the legs, and this seems a natural progression for the well-known accessories brand.